Taobao.com is not only a popular online retail platform in China, but also a community of Chinese consumers and a hub for global creative goods. Taobao.com has largely changed the traditional way of production and the way people live and consume. Not to be a big head, advocate fashion and personality, open and good at communication mentality and rational thinking have become the important characteristics of the "Taobao generation" that has emerged on Taobao. Taobao diversified consumer experience, so that the Amoy generation are happy: group design, play custom, fashionable, love the traditional.